| dc.contributor.advisor | 韓志翔 | zh_TW |
| dc.contributor.author (Authors) | 陳威伶 | zh_TW |
| dc.creator (作者) | 陳威伶 | zh_TW |
| dc.date (日期) | 2009 | en_US |
| dc.date.accessioned | 8-Dec-2010 01:52:04 (UTC+8) | - |
| dc.date.available | 8-Dec-2010 01:52:04 (UTC+8) | - |
| dc.date.issued (上傳時間) | 8-Dec-2010 01:52:04 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0097355013 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48869 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 97355013 | zh_TW |
| dc.description (描述) | 98 | zh_TW |
| dc.description.abstract (摘要) | 電影屬於服務的一種，具有抽象與體驗消費的特性，因此，消費者在親自觀賞之前很難評估一部電影的品質為何。為了減少購買風險，他們會盡量尋找參考資訊或與其他消費者交流來增加了解程度，以協助其進行購買決策。其中，又因口碑為消費者之間一種非商業化、非正式的溝通，多為消費者個人的經驗分享，較一般公司網站與商業廣告更為公正客觀，也更容易獲得信任，在電影行銷的過程中扮演非常重要的角色。不同於過去的研究，本研究依據「深思熟慮可能性模式」將口碑依其內容分為中央與周邊線索口碑資訊，再加入消費者的「涉入程度」與「口碑信任度」為調節變數，分別探討它們對於消費者態度的影響。經兩次前測後發放正式問卷，共回收233份有效問卷，主要研究發現如下：1.中央與周邊線索口碑資訊皆會顯著且正向影響消費者的態度。2.消費者涉入程度的調節效果相當有限，但其本身對消費者態度即具有非常大的影響力。3.口碑來源信任度對中央線索口碑資訊與態度之間的關係具有強化的作用，但反而會減弱周邊線索口碑資訊對態度的影響力。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1第一節 研究動機 1第二節 研究目的 5第三節 研究流程 6第二章 文獻探討 7第一節 文化創意產業 7第二節 深思熟慮可能性模式 11第三節 口碑 15第四節 涉入程度 18第五節 口碑來源信任度 24第三章 研究方法 26第一節 研究架構 26第二節 研究假設 27第三節 變數定義與衡量 28第四節 問卷發展流程與前測 31第五節 研究設計與資料分析方法 34第四章 研究結果 36第一節 敘述性統計分析 36第二節 信度分析 40第三節 迴歸分析 41第五章 結論與建議 46第一節 結論與討論 46第二節 貢獻與建議 49第三節 研究限制與未來研究建議 51第六章 參考資料 53附件：正式問卷 58圖目錄圖1.1 本研究流程圖 6圖2.1 深思熟慮可能性模式概念圖 14圖2.2 涉入概念圖 21圖3.1 研究架構圖 26圖3.2 問卷發展流程圖 31圖3.3 電影板發文內容 34圖4.1 研究架構圖（修正後） 45表目錄表2.1 文化創意產業之範疇與其主管機關 8表2.2 2002-2007年台灣文化創意產業概況 8表2.3 電影事業概況（單位：家） 9表2.4 台北市首輪院線電影票房統計（單位：千元） 10表2.5 台灣影史十大賣座華語片（光復後） 10表2.6 台灣影史十大賣座電影 10表2.7 涉入的定義 19表2.8 消費者購買決策歷程 21表2.9 高/低涉入比較表 22表3.1 涉入程度量表 29表3.2 前測一信度分析表 32表3.3 前測二信度分析表 33表4.1 人口統計變數 37表4.2 研究變數填答情況 38表4.3 信度分析 40表4.4 迴歸分析係數表 41表4.5 迴歸分析模式摘要表 41表4.6 迴歸分析係數表 42表4.7 迴歸分析模式摘要表 42表4.8 迴歸分析係數表 43表4.9 迴歸分析模式摘要表 43表4.10 迴歸分析係數表 44表4.11 迴歸分析模式摘要表 44表4.12 研究假設檢定結果 45 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097355013 | en_US |
| dc.subject (關鍵詞) | 口碑行銷 | zh_TW |
| dc.subject (關鍵詞) | 深思熟慮可能性模式 | zh_TW |
| dc.subject (關鍵詞) | 涉入程度 | zh_TW |
| dc.subject (關鍵詞) | 信任程度 | zh_TW |
| dc.subject (關鍵詞) | Word of mouth | en_US |
| dc.subject (關鍵詞) | Elaboration Likelihood Model | en_US |
| dc.subject (關鍵詞) | Involvement | en_US |
| dc.subject (關鍵詞) | trust | en_US |
| dc.title (題名) | 電影資訊對消費者態度的影響－以涉入程度和口碑信任度為調節變數 | zh_TW |
| dc.type (資料類型) | thesis | en |
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